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- Client: Thrive LDN
- January-February 2021
WHAT SERVICES WE USED
- Research & insights
- Audience mapping and segmentation
- Campaign development and management
- Web and digital content creation
- Digital Marketing and paid social
- Testing
The brief
Lockdown 3 posed an elevated risk to the mental health and wellbeing of Londoners, especially at-risk groups and communities. We were brought in to deliver a targeted, digital campaign that was behaviourally-informed and aimed to increase awareness and engagement with relevant mental health resources, services and support, to support Londoners at this difficult time.
Outcomes
The campaign was a resounding success and delivered deep insights, as well as positive audience engagement, on an urgent public health issue.
- We reached 604,269 Londoners across key target groups (KPI, 130,000)
- We generated a 2.94% overall engagement rate (KPI, 1.5%, against healthcare average of 0.8%, RivalIQ 2020)
- We drove 15,072 clicks to key landing pages on the Thrive LDN website (KPI, 2000 clicks).
We helped the Thrive LDN communications team establish baselines for future activity and our testing helped confirm organisational hypotheses, including providing confidence in a suite of new assets that had been recently commissioned.
Importantly, the campaign helped to raise awareness and direct key audiences across London to relevant resources and services available to them to support their mental health and wellbeing.
WHAT WE DID
We undertook primary and secondary research to gain audience insights, identify target behaviours, and diagnose barriers to action and change.
We used these insights to create behaviourally-informed messaging and calls to action which were then localised, tested and adapted to encourage positive behaviours that improve Londoners’ mental health.
We delivered this at pace, running a digital campaign to 35 different audience segments.
